The Cape Town Marathon is more than just a race — it’s an experience. As a professional runner and SCY founder, I’ve raced all over the world, but there’s something unique about Cape Town.
This year’s expo was a prime example of experiential marketing. From the creative sign-making station to the electric cheer zones, the event left me inspired. Here’s how the marathon turned runners into loyal brand fans.
1. Sign-Making Station:
One of the highlights of the expo was the sign-making station. I’m talking a booth packed with colourful pens, glitter, glue, and stickers where runners could create personalized signs — for free. The catch? You had to download the Adidas app to join in, a smart way to blend fun with brand exposure.
I watched families and friends gather around, laughing and cheering as they made signs like “Go Mom, Go Dad!” and “You’ve Got This!” It wasn’t just about getting a free sign (Which very cleverly had their logo on them); it was about creating an experience to get the non-runners involved!
This station was a total winner. It got me hyped for the race and reminded me why I love running — it’s not just the running but all the cheering and supporting that goes with it.
You know I’m a sucker for a good sign, and have some running sign ideas worth stealing. Give them a try for the next race, they’re bound to crack some laughs.
2. Visual Displays and Social Media Moments
The expo was buzzing with energy — and the perfect setup for any social media moment. From the “You’ve Got This” bus to inspiring quotes placed throughout the venue, to the wall you could write your own words of motivation, to the bright and bold sponsor-themed route maps you could pose next to, every corner was designed to be Instagram-worthy. Runners couldn’t resist snapping photos and sharing them online, turning the expo into a viral sensation.
I’ve run the Cape Town Marathon twice now, and this year’s expo felt even more vibey! The visual displays weren’t just cool to look at — they actually got me feeling motivated!
3. Branded Clothing
I’m all for good race merch, and Cape Town Marathon delivered. The official marathon gear was everywhere, from tees to caps and jackets. Every runner got a free technical race t-shirt with their entry.
4. Cheer Zones
This year, the cheer zones were electric. I can honestly say Cape Town’s crowds are up there with the best. The rhythmic beats, the passionate cheers, and the real enthusiasm made every step feel just a little bit lighter.
It’s not just noise — it’s about connection. These cheer zones reminded me why I run: for the community, the shared experience, and yes, that runner’s high. Cape Town’s cheer zones are the perfect example of how to turn a race into a full-on celebration.
Run The Cape Town Marathon with SCY
If you’re thinking about running the Cape Town Marathon, consider this your “sign”. If all this excitement hasn’t quite got you ready to crush that finish line, don’t worry — we’ve got you. From our running programs to SYC, a strength, conditioning, and yoga platform designed for runners, we’ve got everything you need (and none of the fluff) to help you run faster, longer, and stronger. Download the app and start your 7-day free trial today.
P.S. As someone who’s always hunting for the best running socks at expos, I struck gold last year!
P.P.S These weren’t out last year, but your new favourite socks have dropped 🍰